A year after announcing the Apple TV 4, the first major upgrade to the platform since the release of the second-generation set-top box in September 2010, the company has taken steps to phase out the Apple TV3 from its online store, and a source speaking with 9to5Mac said that this also applies to the brick-and-mortar stores.
There has been no official comment on the phase-out of the Apple TV3 from Apple, just the indication that it has started the process. 9to5Mac says Apple retail employees have been instructed to remove the units from the shelves and inventory, and ship back the remaining devices to the company.
This is a process Apple applies when it prepares to sell the remaining inventory of a product with “end of life pricing”, which means if you are eyeing up an Apple TV 3, you’d better hurry, because you won’t be able to get it from the Apple Store.
It is worth adding that the Apple TV 3 was launched in 2012 and updated a year later, but last year Apple pushed out a major upgrade to this product line: the Apple TV 4. The year-old set-top box brings major improvements, such as Siri and a different focus on the living room.